Chapter 3 Design these touch points. Data acquired from these touch points are used to do prediction followed by classification, detection, automation and recommendation systems, using AI/ML concepts and algorithms. Touchpoints User Behavioral Design Social Platforms Brand Value Interaction Design Application and Navigation Design DXP User Interface Design Visual Design Information Continuous Learning and Architecture Improvement Graphic Design Data Figure 3-1. DXP customer-centric design principle DXP has a six-layered approach, as shown in Figure 3-2, to achieve the four principles shown in Figure 3-1. That is to achieve a seamless experience across all digital touch points using the platform approach (touch points, UI, integration, continuous learning and improvement, data analytics and data delivery, and infrastructure). • Touch points: Touch points are also called interaction channels. Each organization needs to understand their own digital strategy, as this will help to understand their touch point needs and create brand value. • User interface: Interactive and intuitive UI help your organization enhance the usability of your products and services. • Continuous learning and improvement: Continuous learning helps you to improve their business process and optimize business workflow, for example, chatbot or AI automation using machine learning (ML) algorithms and neural networks help you to automate and optimize their business process. DXP is designed to understand the context through transaction and learning engines where you can use different ML algorithms to solve problems related to prediction, 63